ESPN Launches Match Trucks With Food From Chef Roy Choi

ESPN Match Truck

The 2010 FIFA World Cup is just around the corner and ESPN has geared up to launch ESPN Match Trucks, basically uber food trucks (in LA and NYC) with high definition, LCD video screens to broadcast the World Cup matches. Read full article here.

The King of the Streets Moves Indoors

His Korean taco trucks took L.A. by storm. Now Roy Choi is tackling the restaurant business

Wall Street Journal – January 8, 2010 – By Katy McLaughlin

Chef Roy Choi is standing in front of the restaurant space he closed on a day ago. It’s a 10-table, bare-bones dive, with the previous operators’ pen-drawn signs for $4.95 entrees hanging in the windows in a small West Los Angeles strip mall. Mr. Choi says he plans to open in late February. He and his partners have decided not to redecorate.

“Come back here in May,” he says. “There will be pandemonium in this parking lot. Cars backed up 20 deep.”

From any other chef, the prediction would seem ludicrous. But Roy Choi has achieved unlikely success before: He turned “Korean tacos,” served from a truck, into one of the most talked-about food trends of last year. Now, the 39-year-old, Tupac Shakur-quoting chef is aiming to prove that his street-food success was no fluke and that his unique culinary persona—part flavor-fusion visionary, part classically trained chef, part street rebel—can change the future of food. Read the full article HERE

ECONOMIST.COM – More Intelligent Life

In these lean times, few have the capital to open a brick and mortar restaurant. Crafty chefs and entrepreneurs are turning trucks into kitchens and hitting the road in some American cities. Jessica Machado investigates …

Ah, the California Dream. Girls in short shorts, sunny afternoons in Venice Beach, drives down the Hollywood Walk of Fame. A cheesy truffle burger named “the cougar.”

The ladies behind Baby’s Badass Burgers in Los Angeles are living the young entrepreneurs’ fantasy: a cheap start-up (under $15,000), a hip theme (hot chicks serving meat) and a lucrative trend that’s only gaining momentum (mobile food).  Read the full Article HERE

Chef Choi and his Kogi Korean-BBQ taco truck: gourmet dining at recession-proof prices via Twitter alerts.

TIME MAGAZINE – California, you may have heard, is an apocalyptic mess of raging wildfires, soaring unemployment, mass foreclosures and political paralysis. It’s dysfunctional. It’s ungovernable. Its bond rating is barely above junk. It’s so broke, it had to hand out IOUs while its leaders debated how many prisoners to release and parks to close. Nevada aired ads mocking California’s business climate to lure its entrepreneurs. The media portray California as a noir fantasyland of overcrowded schools, perpetual droughts, celebrity breakdowns, illegal immigration, hellish congestion and general malaise, captured in headlines like “Meltdown on the Ocean” and “California’s Wipeout Economy” and “Will California Become America’s First Failed State?” Actually, it won’t.   -Read full article at TIME.COM